Chapter 1 Marketing
First and foremost, about satisfying customer needs in a profitable manner. Doing this =
success, which = money.
Hi everyone. So today I want to focus on Public Relations, I know Im the second presenter on
this topic so it may be repetitive but just bear with me.
Okay so the PR department manages publicity and other communications with every group
Know the STEPS in and understand the communication process:
Sender: the company, marketer, or firm
Encoding: the sender forms verbal and nonverbal cues. Marketer takes an idea and
transforms it into an attention-grabbing message. Example: deciding to plac
INTEGRATED MARKETING COMMUNICATIONS
MKT 336 OM1
Jen Rosenbloom, Max Schlueter, Minlo Wonlin, and
Jen Rosenbloom, Keanna Mathis, Max Schlueter, and Ryan Winner
Integrated Marketing Communications
Rough Draft of IMC Plan
1.0 Executive Summary
Section will be completed for final draft.
2.0 Company Overview
Stevenson is a private University that fosters
In regards to Stevensons strengths, the university has a smaller community, allowing for smaller
class sizes. This allows students the opportunity to work more closely with their professors. Also,
Stevenson is fairly cheap compared to other private school
Consumer Marketing Notes
Consumer behavior is the psychology of marketing.
Advertising can manipulate consumer beliefs.
New Product Development
These nine things come together to
determine consumer behavior.
Focus Groups: Skilled interviewer is needed to direct the conversation and shut down
the loud mouths so they can hear all opinions. Focus groups are done over IM now.
Conversation groups are casual hidden focus groups with wine and dinner! Immersio
Consumer Behavior as a Bridge to Marketing Strategy
Marketing objectives are clearly defined, time specific, measurable (use numbers)
Product define what this is, its benefits. A feature is what it has. A benefit is what it
Price Prestige pric
Economics and Psychology combine to create Behavioral Economics
Belief that all mankind is rationale, however this is not always true
People will often do what is right and not by what will gain them the most. People
can be swayed by moral judg
New Product Development
Begins with Idea Generation or fuzzy front end. This is when you decide
weather or not to proceed. Half of your time is spent in this phase called
Always do a SWOT Analysis
1) Development (see above)
Hiring actors, to create Buzz and a fake social world.
Family : 2 people that are related through blood, marriage or adoption
Nuclear: Mom, dad, kids
Extended: Mom, dad, kids, grandparents, uncles, aunts and cousins
Three kinds of New Products
Product Improvement (Tide)
Product Modification (brand extensions. Honda, Toyota)
1) Introduction (dont try to make a profit! Until 3rd year. Just build awareness)
2) Growth (build brand preference a
Three Groups of Men:
1) Metrosexuals - take care of their physical appearance
2) Ubersexual classic masculine, most people
3) Retrosexual traditional, I want my dinner on the table at 6pm
Culture is the force that forms your personality. It is a s
People steal for 5 Reasons
No moral compass or restraint
Differential association (fitting in)
-Common millionaires use coupons the most. They become millionaires because the
Types of Research:
1) Primary Research
a. Gathering original data (buying habits, opinions, customers)
b. Quality of data is very good
c. Provides details and specific information
d. Takes a lot of time
2) Secondary Research
a. Bad for t
The Real American Consumer
The Problem: Occurs over time with many in the industry. As we become comfortable
we lose sight of most peoples reality
Habits: many of us look to friends or co-workers for opinions on our work. Nor do they
study the pro
Mental needs to be met:
We need to be understood
We need to feel welcomes
We need to feel important
We need to feel comfortable
How can we make consumers come back:
Customer orientation (do whats best for the guest)
Worlds largest retailer, 2.2 million customers.
EDLP Everyday low pricing
Historically, manufacturers would strong-arm distributors. Wal-Mart flipped the script.
They dont raise prices after putting everyone else out of business because t
Marketing directors have two builds. They can attract new customers or retain existing
It is easier to sell to existing customers than it is to sell to new ones.
A customer can be satisfied without being loyal. A customer be